Third International Conference on Communication & Media Studies

Abstract

The geography and cultural characteristics unique to a region play an important part in film consumption, production, and literacy of audiences. Hence, this study explores and analyzes the behavior and patterns of the youth film market in select provinces across Mindanao, Philippines. Surveys and focus group discussions are conducted with five different batches of senior high school students from five high schools across Mindanao. Regional filmmakers and government institutions are interviewed for in-depth insights. Through the obtained data, the researcher evaluates the youth market’s film consumption via the following indicators: viewing platforms and venues, frequency, purposes, allocated budget, preferences, and selection processes. The researcher also surveys the viewing levels and most-watched films of the students over the past year via the following categories: Hollywood, Philippine Local Cinema, and Regional Cinema. Theories on Geography, Cultural Studies, Audience Studies, Media Literacy, and Political Economy are used as frameworks to further scrutinize how the film consumption and production of the Filipino youth living in Mindanao are influenced by various film structures that resulted to unique viewing patterns and characteristics and affected their literacy level.